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Home Agenda & SpeakersLeveraging Emotional Loyalty: How Vans Invited Their Fans to Join the Vans Family

Agenda & Speakers

Leveraging Emotional Loyalty: How Vans Invited Their Fans to Join the Vans Family

For most brands, building emotional connection with customers is aspirational, and often a goal that the organization falls short of achieving. In this presentation we’ll discuss how Vans’ deep understanding of its own culture and history provided a platform to launch Vans Family, an innovative loyalty program explicitly designed to resonate with Vans’ biggest fans. We’ll dive into how Vans worked through the design of an on-brand, lifestyle centered loyalty program and how Vans made the explicit decision to anchor in brand connection versus transactional drivers. The result has been incredible market demand since launch.

Key Takeaways:

- The history and culture of Vans and how that brand DNA is reflected in experience design

- The customer-centric design process Vans took to develop a program with emotional resonance as an explicit objective

- The successful program launch process that led to immediate demand and program enrollments of more than half a million members in the first few months

- How the brand’s commitment to self-expression empowers their biggest fans, from store employees to brand loyalists

- How Vans commitment of only asking for data they are going to use has built brand trust and enhanced customer-brand relationships through two-way conversations

Speakers

Frank Neumann is the Sr. Director of Consumer Lifecycle Management & Loyalty at Vans, responsible for strategy, development and execution of global programs that build lasting relationships with Vans consumers. Mr. Neumann is an expert in developing in-depth customer understanding and employing advanced data analytics to identify and capitalize upon game-changing business opportunities. With an extensive background in retail and CPG having held leadership positions at brands like Proctor & Gamble and Bath & Body Works, he is skilled in melding global CPG and retail business knowledge with changing market conditions, competitive analysis and emerging methodologies to drive innovation with sound, holistic insights.